On 12 February 2016 the Ministry of Foreign Affairs of Ethiopia published the regular A WEEK IN THE HORN magazine outlining the New Tourism Strategy of the country.​As Ethiopia is the elected WORLD BEST TOURIST DESTINATION FOR 2015, European Journal of Tourism and Trade is presenting for the world readers the main outlines of this ambitious program:

Tourism in Ethiopia currently generates about US$2.9 billion annually, close to a million jobs and about 4.5% of GDP.

Last financial year, 770,000 tourists visited Ethiopia and the Ministry of Culture and Tourism hopes to increase this to one million, and the revenue earned to well over US$3billion by the end of this Ethiopian budget year, by July 2016. To attain this the Ministry has identified five main focus areas for the GTP 2 agenda.

These are: natural and cultural heritage conservation and development; culture and tourism products marketing; service excellence; improve culture and tourism research and information systems; and enhance cooperation and collaboration with development partners.

Based on these focus areas, the Ministry now has clearly defined goals for the next five years.

Ethiopia‘s Minister of Culture and Tourism, Aisha Mohammed Mussa, recently explained some of the details behind the extra impetus the Government is adding to the development and promotion of the tourism sector in order to achieve and indeed surpass the ambitious growth targets it has set for 2020, the end of the Growth and Transformation Plan.

Indeed, she hopes that these aims can be exceeded if tourist sites can be developed quickly enough and promoted accordingly. She admits to being very ambitious in her vision.

The Government‘s interest in the sector has been underlined by the drawing up of a Sustainable Tourism Master Plan; by the revitalization of the Ethiopian Tourism Organization, to concentrate mainly on destination marketing and promotion, as well as destination development in terms of service, quality and access; and by setting up of the Ethiopian Tourism Transformation Council, chaired by the Prime Minister. Ms. Aisha pointed out the Ministry was now working on different websites to promote Ethiopia as a favorite tourist destination.

It was also working on changing the tourism brand and trying to build a completely new communications‘ campaign. This is going to be launched before March.

Minister Aisha is quite clear about the immense natural, cultural, and historical attractions of Ethiopia. It has eleven registered world heritage sites by UNESCO, with most recently the Konso Cultural Landscape, Meskel Demera Festivities and Fiche-Chambelala, the Sidama people‘s New Year celebrations, being added to the list.

It is also the home of Erta Ale, a unique active lava lake, in the beautiful Danakil Depression, in part below sea level and the hottest place on Earth. It has beautiful scenery including the Simien Mountains, a spectacular chain of mountains that are sometimes called ―the roof of Africa.

There are extensive national archives and a national library with rare and beautiful manuscripts. Ethiopia has its own unique calendar and alphabet. In addition, it has more than 80 nations and nationalities and peoples, all with their own distinct cultures and amazing traditions. On top of this, the Minister underlines, Ethiopia also has dependable peace and stability. Never colonized, it remains a symbol of independence for many in Africa and other continents. Addis Ababa, of course, is the seat of a number of international organizations including the African Union, the UN Economic Commission for Africa and more than 100 embassies. Conference tourism is another area of growth potential.

This entire heritage and the associated potential for tourism are at the centre of Ethiopia‘s plan to quadruple the number of foreign visitors by 2020.

The Minister emphasizes that the new strategy of tourism is a central part of the Government‘s integrated development plans. As the number of visitors increases, the demand for developed infrastructure also increases. Ethiopia has immense and untapped natural resources, a competitive labor force and stability.

These attributes make it a major investment destination in Africa, and this creates many opportunities for the tourism sector. Ethiopia‘s tourist destination sites used to be inaccessible due to inadequate road and air infrastructure, lack of power infrastructure and other facilities. In the past 10 years, the Government has carried out large-scale investments in the construction of airports, road, and railway and the energy sector; she added ―power infrastructure is our top priority so as to support this growing economy and we are doing well in this regard.

Overall, infrastructure development remains one of country‘s top priorities. Now, the Minister said, the Government is investing a lot into these areas. Tourists are accessing these destinations more easily and, equally, investors are keen to invest in building lodges, hotels and restaurants at the tourist sites or operate as tour operators.

Potential investors can take advantage of these opportunities through direct investment or joint ventures with local partners.

Tourism opportunities exist in the construction of star-rated hotels, lodges and resorts, international and specialized restaurants. The return of investment for government and the private sector is growing. The new strategy focuses on coordinating and communicating the many stakeholders at both the national and sub-national levels effectively in order to improve Ethiopia‘s image, market presence and penetration.

Along with this, another priority is education to provide the necessary human resources to work efficiently in the hospitality sector.

The Minister underlined the importance of providing market-oriented training for young people who want to work in hospitality, invest in the expansion of employment and proper professional training, to encourage entrepreneurship among young people, including women.

All this, she said, had to go along more generally with ensuring good governance and democracy in order to use this young workforce most effectively. Also important is minimizing the rate of corruption, ensuring the rule of law, accountability and integrity among stakeholders.

All these factors would contribute to the country‘s growing economy. One element behind this is, of course, the Government‘s strong commitment to end poverty.

Another is the development of clear and appropriate government policies and strategies for each and every sector that is leading us to the eradication of poverty.

The Government also works hard for mutual cooperation and win-win collaboration with partners in every sector.

The tourism sector has benefited greatly from the stable political arena over the past two decades giving Ethiopia some competitive advantage over other countries. It also works hard to maintain peace and security with neighbors. All in all, it provides a conducive environment for the tourism sector.

The Ministry is now planning to have a new brand and a new slogan to communicate Ethiopia‘s attractiveness and uniqueness more fully to the rest of the world.

It is developing new websites, software and mobile apps to promote Ethiopia. It is participating in different worldwide trade fairs in order to expand promotion and get better market access to tourism products. Equally, ―the current stress is on destination development and service excellence in order to sustain current and future customer relationships.

During the last Growth and Transformation Plan (2010-2014) the Ministry assessed nearly 400 hotels in collaboration with UNWTO, and in Addis Ababa alone 68 hotels were awarded with stars from 1 to 5. It is also encouraging the diversification of the tourism product offering to include nature-based tourist elements, such as mountain climbing, river tracking, bird watching, and similar areas.

The country has ample resources in all these areas.

Whether the Ministry achieves the longer-term aims, revenue and tourist numbers are already both up this year.

The country‘s image is continuing to improve as indeed the international media has noted.

Last year, Ethiopia was named World Best Tourism Destination‘ by the representatives of the 28 countries on the General Assembly of the European Council on Tourism and Trade (ECTT).

The judges noted that the Simien Mountains showed the potential for national parks and offered a model of achieving ecological tourism that should be recognized throughout the world. They described Ethiopia as perfect for safari and adventure tourism, providing safety and peace, making the country one of the world‘s top adventure destinations.

ECTT President, Professor Anton Caragea_, said ―the Government of Ethiopia is recognizing the importance of tourism as a key facilitator for the country‘s development, investing in infrastructure, creating a special team under the Prime Minister‘s leadership for destination promotion and management and protecting the cultural, natural and historical patrimony of the country.

He said the community-based approach, promoted by the Prime Minister was the perfect way of sharing revenue, increasing incomes and supporting marginal and rural community development. ―Ethiopia, he said, ― is a perfect, safe and outstanding place to visit, and all world tourism experts have expressed their confidence in the future of tourism in Ethiopia.

Dr Ray Muntida, Advisor to IGAD‘s Sustainable Tourism Master Plan for the region, believes that if Ethiopia fully implements its Sustainable Tourism Master Plan by 2020, it really can become one of the five leading tourist destinations in Africa. Minister of Culture and Tourism, Aisha Mohammed, agrees.

Hawassa is one of the most beautiful cities in Ethiopia, exploring the city is an enjoyable and worth while experience for both foreign and domestic tourists say`s Mrs. Almaz Beyero-Head of SNNPRS Tourism and Culture Bureau.

On 12th of July 2015, the European Council on Tourism and Trade delegation landed in Hawassa, for a short stay in the city of diversity, as the capital of South Nations, Nationalities and Peoples Regional State is widely known.

At the arrival rostrum the high guests where welcome with a wonderful display of hospitality by Mrs. Almaz Beyero-Head of the local Bureau for Culture and Tourism and members of the tourism department and local mass media.

The delegation enjoyed a tour of Haile Resort on the outskirts of the city, a boat ride on Hawassa Lake and a tour of the city landmarks with a special lay over at Sidama Nation Tower-Sidamu Summuda.

On the occasion of the visit of European tourism body delegation Mrs. Almaz Beyero presented a welcoming speech destined to present the city tourists attractions and to lure more prospective tourists to the city.

We present to our readers the full speech of Hawassa Tourism and Culture Office Head:

Your Excellency Professor Anton Caragea President of European Council for Tourism and Trade

Distinguished Members of the European Union Tourism and Trade Council,

Your Excellency Ato Amin Abdulkadir,Minister of Culture and Tourism of the Federal Democratic Republic of Ethiopia

Distinguished Guests, Ladies and Gentlemen,

On behalf of the South Nations, Nationalities and Peoples Regional State, on behalf of the People of the Region, and on my own behalf, I would like to take this opportunity to warmly welcome you all to our region.

The region is one of the nine national regional states of Ethiopia.

Our region encompasses diversified nations and nationalities, variety of land features and water bodies, and a wide range of Ecosystems.

It is home for 56 nations and nationalities that speak more than 50 languages categorized under four language groups.

These nations and nationalities have characteristic cultural values and an outstanding cultural performance that can attract the feelings of any outsider. Moreover, our diversity is exceptional by being our beauty and the power of our unity.

Mrs. Almaz Beyero-Head of the local Bureau for Culture and Tourism outlines the Hawassa city tourism objectives.

Geographically, the region is situated in southern half of the country very close to the international boundary, Kenya and South Sudan.

The Great East African Rift valley, the prominent geographic feature of the region, is the home of more than four lakes that are accountable for enormous aquatic diversity.

The significant altitudinal variation and consequent climatic variation of the region results in ecological diversity.

Biological diversity in different life forms are maintained and protected in 7 national parks, 2 wildlife reserves, the crocodile ranch and many more protected areas.

The region has unforgettable historical resources.

It is known for old aged monasteries, mosques, palaces, caves, defensive walls, megalithic stele sites as well as archeological and paleo-anthropological sites.

These historical heritages makes the region the owner of three UNESCO registered World Heritage Sites, one biosphere reserve and in which the best gift to the world , coffee is originated.

There are many more intangible as well as tangible heritages that are in the pipeline to be registered as World Heritage Sites, the two are already registered under the tentative list.

Your Excellency,Distinguished guests,Ladies and Gentlemens,

The regional government has been doing its best to develop, promote and properly utilize its cultural, natural and historical resources for the benefit of its people through tourism development and other means’s.

As a result, the tourism sector has shown significant growth in the past two decades.Especially in the last one year the regional government developed tourism transformation plan and established Tourism Transformation Council in all administrative levels to integrate tourism in its all development agendas.

Consequently, the region is able to witness positive development in the sector.

This award not only insures the recognition we have at the international level but also used as a spring-board on our effort to transform the sector.

Therefore, the regional government is very grateful for what you did and I hope your support will continue till of our plan gets real.

Finally, I welcome you all again, and I wish you to have a nice and pleasant stay and enjoy the original taste of coffee, the hospitality of our people and their culture in our region, our city, Hawassa.

Hawassa lake: the heart and soul of the city of Hawassa and south Ethiopia.

Author

European Council on Tourism and Trade decided, unanimously, to award WORLD BEST TOURIST DESTINATION FOR 2015 TITLE TO REPUBLIC OF ETHIOPIA and to declare REPUBLIC OF ETHIOPIA- THE FAVORITE CULTURAL DESTINATION in 2015.